Growth Product Marketing

6 Answers
Henrique Saboia
Henrique Saboia
Hinge Health Vice President of Product & GrowthJuly 23
It really depends on the lifecycle stage of the product and the goals/OKRs set up each quarter. But it is very common for growth-focused initiatives to be organized around the audience lifecycle. I often organize my teams, strategies, and tactics around some version of the following but adapted t......Read More
1511 Views
5 Answers
Henrique Saboia
Henrique Saboia
Hinge Health Vice President of Product & GrowthJuly 23
Traditional Product Marketing and Growth Product Marketing should be complementary functions. When done successfully, a Growth Product Marketing team will be more focused on rapid experimentation and growing user engagement metrics, and less focused on product development and product launches. An......Read More
3148 Views
2 Answers
Kacy Boone
Kacy Boone
Clockwise Head of Growth MarketingMay 25
If there’s a Growth Product & Engineering team that has enough work to support a growth product marketer, then I’d say it makes sense. Their work and scope should be closely mapped to the roadmap of the Growth Product team. Typically will be focused on experiments to improve core user metrics thr......Read More
784 Views
1 Answer
Marisa Currie-Rose
Marisa Currie-Rose
Shopify Director of Product MarketingJanuary 26
Some of the things I think about for boosting product adoption include: 1. In-product notifications and promotions, starting first with onboarding and milestone-related campaigns 2. Product and feature Cross-Sell and Upsell 3. Co-marketing and partnership opportunities 4. Email drip camp......Read More
1909 Views
1 Answer
Lisa Dziuba
Lisa Dziuba
Lemon.io Head of Growth Product MarketingDecember 4
Growth product marketing managers (PMMs) and growth product managers (PMs) often work closely together to drive adoption and growth of the product. The primary duties of each role are different, but they are also complementary, and the handoff points between the two roles can vary depending on th......Read More
693 Views
4 Answers
Henrique Saboia
Henrique Saboia
Hinge Health Vice President of Product & GrowthJuly 23
I hope I understand your question correctly, but some of the most successful PMMs I've hired include some that came from more traditional, non-tech companies before. There are many transferable skills, like the ones you outlined above. That said, it can be difficult to find a Product Marketing le......Read More
1062 Views
How do you manage launches when the product team has a difficult time sticking to timelines?
This makes launches pretty difficult to manage without creating large lapses in communication.
10 Answers
Josh Colter
Josh Colter
Woven Head of MarketingSeptember 28
Apply agile sprint thinking to launches. You can do this by creating themes just like agile has a sprint (my team is moving to quarterly message themes). These themes encapsulate at a high level the features that the product team is working on.   This approach has a couple of benefits. First, y......Read More
803 Views
2 Answers
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationAugust 11
You could probably write a book on this. To keep it simple, start with the function's core purpose or functional anchor. Depending on the rest of the company structure, it will probably be something close to "define how XYZ Company talks about our product(s) to our market to facilitate growth". T......Read More
315 Views
How can I get into product marketing from my current technical sales/enablement role?
I'm a product specialist at Meltwater and I'm looking to move into product marketing but would prefer to look externally. I currently support the sales team by setting up and demoing customized environments to prospects, sparring use cases, and doing some enablement work. I've been doing some small projects with both the product marketing team and the broader marketing team - most recently a competitive VS style landing page and vertical-specific landing page copy. For a side project, I'm in the midst of starting a podcast for aspiring marketers where I interview people from different disciplines so students and others looking to get into the field can see what best aligns with their interests. Is there anything else I should be doing? Am I looking two steps ahead and I need to get more experience first? Feel like I wouldn't even get an interview if I applied to a PMM job in the tech space.
5 Answers
Shabih Syed
Shabih Syed
Square Product Lead, Ecosystem DiscoveryJuly 7
Thank you for your question. It's true that sometimes hiring managers look for the steretoypical background markers such as years of experience when evaluating candidates for product marketing. But in my experience I don't find those to be strong indicators of how well you are going to perform as......Read More
728 Views
1 Answer
Tamara Grominsky
Tamara Grominsky
Kajabi VP Product Marketing & LifecycleMay 11
Product Marketing and Customer Marketing go together like peanut butter and jelly! I just love to see the two teams working side by side, regardless of who they report into.  Product Marketing should be the expert on the "target market" - by this I mean the core markets, customer segments and ......Read More
1031 Views